conversations and engagement in a digital age
TRANSCRIPT
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Truly Delivering Valuable Conversations and Engagement
in a Digital World
Paul EllisVP Global Marketing, Assima PLC@paulellisuk
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the more things change, the more they stay the same
« plus ça change, plus c'est la même chose »Jean-Baptiste Alphonse Karr in the January 1849
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Some constants…
Buying is always a personal experience; a series of conversations
The stages of buying;Awareness - Research – Decision
Marketing fundamentals remain unchanged
Lies, Damned Lies and Statistics
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Social Media Digitises the oldest and most influential form of marketing
Word of Mouth
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How can we really deliver valuable conversations through digital when buyers are deliberately resisting direct contact?
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Corporate Executive Board Study – 57% Sirius Decisions 70% Forrester 70%
70%of the buyer journey completebefore you get any direct contact with the prospect
???
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How can we increase customer engagement when the digital world is fleeting and superficial?
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Achieving engagement through digital channels and maximizing those engagement opportunities for the sales organisation
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Multi-Point Social Media Use
Content / Activity
Blog
External
@AssimaPLC
@PaulEllisUK
@Other_Assima_Employees
AssimaPLCEventCase Study
Webinar + RecordingVideo
NewsWhitepaper
Assima PLC Company StatusAssima PLC Open GroupAssima PLC Closed User GroupInterest / Topic GroupsPersonal Status / Shares
Assima Blogwww.assima.net
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Create a closer alignment with sales and linking opportunities with digital engagement
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Develop story telling campaigns written in a way to engage the audience
Remember the elements of a good story; characters, plot lines, situations, depth, empathy, structure….
Most important … Emotionally Engaging!
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Deliver joined up conversations throughout the entire customer journey
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Integrated Campaign Elements
Collateral• Blog pieces (QA and consistency, The measurable impact of Data Quality)
• Analyst research – Gartner, Forrester, Gartner Magic Quadrant for Data quality
• White Papers – The Dawn of the CDO, Gartner
• 2 Side PDF
• Example ROI piece
• Partner involvement
• List of Videos• Data consistency and checking
• Product demo videos (Salesforce)
• 2 short 30 sec videos
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Promotion MechanismSponsored Campaigns• LinkedIn, Twitter. Pay Per Click
Social Media• Twitter, LI, blog campaigns, promotion in LI SM groups
Landing Pages• Targeted, Relevant. Clear customer path through content
Call to action• Webinars
Follow-up• Email
• SM
• Sales
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Understanding our level of engagement and knowing how to act on it
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What do we track / measure ?
• Community sizes• LinkedIn Company Followers• LinkedIn Group Members• Twitter Followers• YouTube Subscribers• Blog Subscribers
• Content Engagement and Amplification• Click Throughs• ReTweets• Shares• Reach
• Activity Specific Goals• Webinar Attendees• Event Visits• Whitepaper Downloads
• Site Traffic
• Site Paths• Landing -> Exit
• Referral Sites
• Contacts
MARKETING QUALIFIED LEADS
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Thank youPaul Ellis
@paulellisuk
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Best Practices
DO• Good Research• Plan a strategy• Measure• Give to Get (Contribute freely)• Build a quality network• Be patient• Engage (Listen)• Responsive and Timely• Authentic and Consistent• Work multiple platforms• Deliver the right content to the
right platform
DON’T• SELL SELL SELL• Auto Follow / Build network too fast• Use one platform• Use one size fits all• Expect quick results• SPAM• Forget your basic courtesies• Be Demanding• Feed the Trolls• Ignore Social Media• Give Up